Review Rolls at Elgin Casino

Floating Gaming House Considers Options
CHICAGO–With stiff competition on the horizon from a new rival, the Grand Victoria Casino on the Fox River in Elgin, Ill., west of Chicago, is seeking an agency for its estimated $3-5 million account.
“We want to make sure we have the best product out there,” said Marilou Pilman, media coordinator for the floating gambling hall.
The account has been at Coil Counts Ford & Cheney in Chicago for about four and a half years, Pilman said. The casino’s most recent tagline, in ads currently running, is, “She’s number one for a reason.” CCF&C is participating in the review.
The casino’s advertising includes TV, radio, print and outdoor, a mix that is expected to remain in place. Media buying duties are handled by Hawk Media in San Francisco, and are not part of the review, Pilman said.
The Illinois legislature this year paved the way for a new casino in the Chicago area. The state allows a limited number of licenses, and all casinos must be on water. The new facility is expected to be built in suburban Rosemont near O’Hare Airport and a heavy knot of hotels, theaters and a convention center.
Casinos such as the Grand Victoria in more outlying areas are bracing for a potential loss of business, although Pilman declined to give that as a reason for the agency review.
Grand Victoria is owned 50-50 by the Mandalay Group Resorts, formerly Circus Circus Corp., and Hyatt Development Corp. John Marz, vice president of communications at Mandalay, will be involved in the review.
Pilman could give no timetable, but said a decision is expected soon.